Selling out happens when you forget why it is that you are in that position in the first place. It’s easy to believe your own press. In our case, we realize that, as ever, we still suck and have a lot of work to do to earn a place in the world. Like I said above, beer-lovers are driving our bus and we do respect the bus driver!
Lagunitas is probably the most amusing brewery there is. As seen above, Lagunitas CEO and founder, Tony Magee, tries to ensure that the brewery doesn’t take itself too seriously, ensures they have fun, and laughs at themselves whenever possible. Examples include the release of a butterfly knife-styled bottle opener, and releasing a beer called The Kronic. The name later got denied by the TTB, so it was renamed Censored. (more…)